Hans Koeleman - Corporate Branding bij KPN
Transcript of Hans Koeleman - Corporate Branding bij KPN
‘Corporate Branding’ @KPN
Multibrand strategy
Positioning KPN brands
Certainty FairnessAutonomyStatus
First Class Internet Voel je vrij
Relatedness
Doe er je voordeel mee
How people choose Brands
We make life more free, fun and easy
by connecting.
Long term bonus reputation targets KPN (example)
100% bonus 150% bonus 200% bonusMinimum target for
vesting in 2014Minimum in 2014
Minimum in 2014
60.7 61.1 61.470.0 70.9 71.760.8 61.0 61.2
Meets customer needs
Open and transparent
Behaving ethically
Improve the price of the products 202
Improve the speed of the Internet connection 80
The speed with which a problem is solved by KPN 78
More channels with digital television 66
Less interference with digital television 63
The expertise of employees on the phone 52
The customer friendliness of employees on the phone 42
KPN should become less distant 40
Better image quality with digital television 36
More adoption of technological developments 29
Improve the quality of the mobile network 26
Suggestions for improving KPN's price/quality ratio
Top 5
Actions needed to improve meets customer needs
Simplify offerings and exceed expectation
The KPN Experience
Why?
Who?
What?
How?
We make life more free, fun & easy by connecting
We are green connectors
We connect everything & everyone in a way that isinnovative, simple, reliable and sustainable
With the best people, the best service, the best servicesand the best network
Digital technology improving life
Working together to preserve our beautiful earth
First Tier IV data center in The Netherlands Our approach to become circular company
Network energy consumption
Constantly connecting with our stakeholders
Building an emotional connection
Heart forThe
Netherlands
Culture
KPN main sponsor Dutch skating
KPN main sponsor Rijksmuseum
Impact sponsoring on reputation
43.3% of the respondents is familiar with KPN being the mainsponsor of ice skating.
People appreciate KPN sponsoring ice skating; awareness of KPN’s sponsor role in ice skating has a positive influence on KPN’s reputation
Q4 2016 Q1 2017 Gap
Het sponsorschap van KPN is goed voor de Nederlandse schaatssport. 82.8 86.1 3.3
Ik waardeer het dat KPN de Nederlandse schaatssport sponsort. 82.3 86.2 3.9
Yes NoRepTrak® Pulse 73.8 69.1Products & Services 71.2 67.9Innovation 69.1 66.5Workplace 66.9 64.4Governance 65.1 65.1Citizenship 67.5 65.8Leadership 68.4 64.5Performance 72.1 68.2
Aware of sponsorship
The sponsorship of KPN is good for Dutch skating
I appreciate that KPN supports Dutch skating
43,3%
56,7%Yes
No
App for 9000 children with heart disease
Silver line
Papageno
Impact social initiatives on reputation
More than 1/3 of the public is familiar with KPN’s initiative to bring chronically ill children back in contact with their class
Q4 2016 Q1 2017 GapKPN draagt met haar Mooiste Contact Fonds bij aan het verminderen van het sociale isolement van mensen.
82.9 80.0 n.a.Helps to reduce social isolation of people
34,8%
65,2%
Yes
No
Progress: Moving average of KPI
12-month moving average
Customer satisfaction
Net Promotor Score in The Netherlands
2014-3
20153
20166
Q1 20177
Reputation KPN Moves up from #5 to #2 in the ranking of the European Telecom Industry
New HQ KPN open to all public
Thanks for your attention